Detect, Connect, Engage · Using Location-Based Wi-Fi to Engage Consumers Engage Location-Aware App...
Transcript of Detect, Connect, Engage · Using Location-Based Wi-Fi to Engage Consumers Engage Location-Aware App...
Detect, Connect, Engage
John Monaghan
Consulting Systems Engineer, Cisco
May 2015
Create Dynamic Mobile Experiences with Cisco Connected Mobile Experiences (CMX)
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Video: https://www.youtube.com/watch?v=h0WSugvS1IY
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IT Must Adapt to Impact the Business
Align IT with LoB Drive Real Time Impact Context-Driven Experiences
Movement and
Dwell Time
Staffing and Asset
Management
Emergency
Operations
Business Intelligence Business Agility Business Relevance
1 http://www.gartner.com/newsroom/id/1862714 2 IDC Location Based Services: A Promising Customer-Centric Solution 2014
of enterprise
IT budgets will be
moved to lines of
business (LoBs)
by 20151.
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Rising Customer Expectations Across Industries
Shoppers want to look up online reviews and
compare prices while browsing
Hotel guests want free Wi-Fi and they want to see
available services and amenities
Travelers want to find departure gates quickly and
receive itinerary updates
Patients want location-enabled way-finding apps
Students want to find their way around campus and
receive safety alerts
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A Whole New World – Internet of Things
Business Platform
Automated, Real-Time
Mobile Devices,
Digital, Context-Aware
The Network Is a Strategic Asset • IT Has an Important Role to Play
NETWORK ROLE
BUSINESS
INTELLIGENCE
CUSTOMER
ENGAGEMENT
Utility
Manual, Periodic
Face-to-Face, Print, Media Advertising
After Before
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Create Connected Experiences with Cisco® CMX
Presence and location detection
Visibility (Wi-Fi, BLE, video)
Detect
Easy Wi-Fi login, custom or social
Zone-based, custom splash pages
Connect
App-based mobile engagement
Context-aware in-venue experiences
Engage
Analytics
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How CMX Works Built on Cisco Unified Access
AN
AL
YT
ICS
DA
TA
Controller
(Virtual/Physical) MSE
(Virtual/Physical)
APPLICATION DATA
Mobile Application Server
Depending on Application Layer
Access Points
DEVICE-BASED DISCOVERY
LOCATION DATA
Analytics UI
Northbound clients Prime
Infrastructure
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More Accurate Data Means Higher Business Intelligence
FastLocate: Critical to actionable data
T=00s T=30s
Standard Approach
Cisco® Approach
Detect
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Understand How People Interact in the Location
Where people spend time
New compared to repeat visitors NEW
Number of people by venue and zones
Peak time in venue
Common traffic patterns
Detect
Name of report
Click to change Combined total for all selected areas
Breakdown of new vs repeat
(present in past two weeks)
Comparison with the preceding period
Indicates some
areas did not
capture data
for the
requested
period Navigator allows to zoom in to data
Avg of all data > 0 Chart data
Dashboard – Default Reports
Chart options
Location-Specific Guest Access Connect
Simplify Access with User Opt-In Offer Clear Terms and Conditions
Multiple Access Methods Custom or Social Media
Understand Who Is in Your Location Enhanced Analytics
Customized Access and Promotion Proximity-Based Landing Pages and Video
Using Location-Based Wi-Fi to Engage Consumers Engage
Location-Aware App for Personalized
Experience
Work with Cisco and/or Ecosystem
Partners to Align to Business Needs
Integrate with Business Systems
Fully Customizable Applications with
Zone-based Captive Portals and
Enhanced Advertising
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Connected
Healthcare
Connected
City
Connected
Stadium
Connected
Retail
Connected
Education Connected
Service Provider
API / SDK
• In-house App Developer
• SDK—pre-defined use cases
• API—customized apps and DIY analytics
Develop Applications with Customer and Network Intelligence
Location
ECOSYSTEM PARTNER
• Commercial app development
• Tie location + customer systems
• App usage analytics
Enterprise
Systems
Customer
Data
EMSP
• Pre-designed Vertical App toolkits
• Ties location + customer + network
• Full data source analytics
• Can work with ecosystem partners
Policy Configuration
C:#
Network
Data
Collaboration
Data
Data
Sources
Development
Paths
Applications
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CUSTOMIZED APPS
Easily Enable Smarter Mobile Experiences Enterprise Mobility Services Platform (EMSP)
APIs – REST | SOAP | Java…
Speed App Development Predesigned industry app toolkits
Single Mobile App Experience Integrate network and enterprise systems
Full Data Source Analytics Provide secure, context-aware, personalized mobile experiences
Enterprise Mobility Services Platform
Predesigned Application Toolkits
Finance | Retail | Healthcare | Events
Policy Config.
C:#
Location Network
Data Enterprise
Systems
Customer
Data
Collab.
Data
Healthcare
App
Productivity
App
Proximity Ad
App
Deployment Models: On-Premises and Cloud Managed
Optimized for
Ease of Management
Cloud
Managed
Turnkey Installation and Management
Optimized for
Flexibility and Control
On-Premises
Managed
High-Density and Advanced Use Cases
Presence and
Location
CMX for FB Wi-Fi
CMX Connect
API-Enabled
Experience EMSP
Location Analytics
Presence and
Location
CMX for Facebook
Wi-Fi
API-Enabled
Experience
Analytics
Detect
Engage
Connect
Align Wi-Fi Location Infrastructure to YOUR CUSTOMER’S Operating Model
Presence
Analytics
Cisco Hyperlocation
T=00s T=30s
Improved Security Coverage
Integrated Wireless Security Module
Centralized Management
BLE and Wi-Fi visibility
Angle of Arrival (AoA) Triangulation
+/-1 m accuracy
Integrated BLE Beacon
Reduce BLE deployment size
Enhanced FastLocate
Faster refresh rates
18
Presence and Location Comparison
• Device is in/out of the store
• Based on distance to an access point
• Device is in a department of the store
• Based on X, Y coordinates
19
Enhance Mobile Experiences with Cisco® BLE
Management and Configuration*
Supplement Location Analytics
Rogue Beacon Detection and Alerts
Asset Tracking and Inventory Management
Cisco® BLE SDK* enabled application
experiences
!
*In Planning
Getting Started - Cisco® CMX Journey
BUILD THE INFRASTRUCTURE
Start gathering analytics from network. 1
SCALE FOR MORE DEVICES
Offer secure connectivity and gather more detailed analytics. 2
EXTEND INFRASTRUCTURE
Layer in more Wi-Fi, beacons, or video to enrich data sources. 3
ENHANCED APPS and ANALYTICS
Integrate more data sources for deeper engagement and insight. 5
DEVELOP DYNAMIC MOBILE EXPERIENCES
Add context-driven mobile services for better engagement. 4
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Retail Use Case
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Retail Transforming Shopping Experience with Personalized Wi-Fi Services
• App Download
Retail Transforming Shopping Experience with Personalized Wi-Fi Services
50%
DOWNLOAD
COMPLETE
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Retail Transforming Shopping Experience with Personalized Wi-Fi Services
• Menu
Somemall.com/shops
CLOTHING
Cotton On
Country Road
RJM
Pumpkin Patch
Victory Jeans
See More…
RJM
Retail Transforming Shopping Experience with Personalized Wi-Fi Services
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Retail Transforming Shopping Experience with Personalized Wi-Fi Services
• Location-based Web Engagement
Mall
Promenade
Featured Search Services Amenities Map
Victory Jeans:
20% OFF entire store!
x
Retail Transforming Shopping Experience with Personalized Wi-Fi Services
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Retail Transforming Shopping Experience with Personalized Wi-Fi Services
• Wayfinding
Mall
Promenade
Featured Search Services Amenities Map
Hello Joanna,
Welcome back to
RJM!
Launch App
Cancel
Retail Transforming Shopping Experience with Personalized Wi-Fi Services
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Shopping Mall Experience Transforming Visitor Experience with Personalized, Managed Wi-Fi Services
• Personalized App
Change
background
to in-store
Featured Search Map Services Amenities
Product Locater
Promotions
Preferences
Store Map
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Retail Transforming Shopping Experience with Personalized Wi-Fi Services
• Integration with Product Databases
Welcome Product Search
Men’s Sweaters
Search
Retail Transforming Shopping Experience with Personalized Wi-Fi Services
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Retail Transforming Shopping Experience with Personalized Wi-Fi Services
• Location-Based App Engagement
RJM
Featured Search Services Amenities Map
HOT DEAL!!! Buy One Men’s T-
Shirt, Get One Free
x
Retail Transforming Shopping Experience with Personalized Wi-Fi Services
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Retail Transforming Shopping Experience with Personalized Wi-Fi Services
• Shopper’s Location for High-Touch Engagement
RJM
Featured Search Services Amenities Map
Jeana, your preferred RJM
Sales Associate, will be
with you in 2 minutes.
Retail Transforming Shopping Experience with Personalized Wi-Fi Services
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Retail Transforming Shopping Experience with Personalized Wi-Fi Services
• Integration with App-Based Mobile Payment Systems
RJM
Featured Search Services Amenities Map
Thank you for your
purchase. Your
receipt is saved to
your wallet.
View Receipt
See promotional
information from our
mall partners
x
Retail Transforming Shopping Experience with Personalized Wi-Fi Services
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Location Analytics: Dwell Time
Peak Times
Visits Distribution Status of Devices
# o
f D
evic
es
Time of Day
# o
f D
evic
es
Visits
# o
f D
evic
es
Date/Time
Retail Transforming Shopping Experience with Personalized Wi-Fi Services
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• Location Analytics: Density
Retail Transforming Shopping Experience with Personalized Wi-Fi Services
Retail Transforming Shopping Experience with Personalized Wi-Fi Services
Cisco Confidential 35 © 2013-2014 Cisco and/or its affiliates. All rights reserved.
Resources
http://www.cisco.com/c/en/us/td/docs/solutions/Enterprise/Borderless_Networks/Unified_Access/CMX.html
New Hyperlocation video:
https://www.youtube.com/watch?v=oQvOs
dFXvj8
CMX main site: www.cisco.com/go/cmx
CMX Validated Design:
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Appendix
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Professional Services Help Move the Conversation from “What?” to “Why?” and “How?”
Create an end-to-end application platform to support your initiative
Engage customers better to fuel new revenue streams
Deliver real-time context- and location-aware services and analytics
How Will Services
for Cisco® CMX
Benefit Me?
Optimization services for mobility
Global technical support
Application and platform term license subscription and support from Advanced Services
How Do I Manage
and Operate After
Implementation?
Application and platform design and development solutions from Cisco and partners
Testing and validation services
Proof of concept and pilot
Help in delivering applications faster, with greater reliability
How Do I Manage
Cisco CMX App
Development?
Develop an intelligent application infrastructure strategy
Validate LoB use cases and define requirements
Where Do I Start?
Cisco Confidential 39 C97-731192-02 © 2015 Cisco and/or its affiliates. All rights reserved.
Connected Mobile Experiences Solution Architecture
Mobile
Application
Services
Mobile
Infrastructure
Services
Network
Element
Layer
Guest
Access
Device/
Browser-
Based
Services
Backend
Integration
Services
Location-
Enabled
Apps
Onsite and
Online
Analytics
Asset
Tracking
and Mgmt.
Ads and
Offers
Social
Analytics
App
Develop-
ment
Cisco And Ecosystem Partners’ Apps And Services
Mobile Services
SOAP/XML REST SDK
API
Presence Service
Discovery Location Engine
Wireless Security
Analytics Engine
Application Engine
Unified Access
One Policy One Management One Network
Visibility Security Optimization Control
Cisco Confidential 40 C97-731192-02 © 2015 Cisco and/or its affiliates. All rights reserved.
Deployment Models: On-Premises and Cloud Managed
Cloud
Managed
Turnkey Installation and Management
On-Premises
Managed
High-Density and Advanced Use Cases
Optimized for
Flexibility and
Control
Analytics
Detect
Engage
Connect
No Matter Which Infrastructure Is Best For You Go Cisco® CMX
Optimized for
Ease of
Management
Cisco Confidential 41 C97-731192-02 © 2015 Cisco and/or its affiliates. All rights reserved.
APIs – REST | SOAP | Java…
Policy Config.
C:#
Location Network
Data Enterprise
Systems
Customer
Data
Collab.
Data
CUSTOMIZED APPS
Healthcare
App
Productivity
App
Proximity Ad
App
Easily Enable Smarter Mobile Experiences Cisco® Enterprise Mobility Services Platform
Speed App Development Predesigned industry app toolkits
Single Mobile App Experience Integrate network and enterprise systems
Full Data Source Analytics Provide secure, context-aware, personalized mobile experiences
Cisco® Enterprise Mobility Services Platform
Predesigned Application Toolkits
Finance | Retail | Healthcare | Events
Cisco Confidential 42 C97-731192-02 © 2015 Cisco and/or its affiliates. All rights reserved.
Cisco® BLE Evolution
BLE Aware BLE Capable BLE Gateway
Visibility, Alerts, Beacon Health, Beacon Security
Integrated BLE with Hyperlocation
Combined WiFi and BLE Location Analytics,
IoT integration, BLE SDK
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Cisco® Connected
Healthcare
Cisco®
Connected City
Cisco® Connected
Stadium
Cisco® Connected
Retail
Cisco® Connected
Education Cisco® Connected
Service Provider
API/SDK
In-house App Developer
SDK - pre-defined use cases
API - customized apps and DIY analytics
Develop Mobile Apps with Customer and Network Intelligence
Ecosystem Partner
Commercial app development
Tie location + customer systems
App usage analytics
Cisco® EMSP
Pre-designed Vertical App toolkits
Ties location + customer + network
Full data source analytics
Can work with ecosystem partners
Development
Paths
Applications
Wi-Fi
Location
Enterprise
Systems
Customer
Data
Policy Configuration
C:#
Network
Data
Collaboration
Data
Video Beacons
Data
Sources
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Cisco® Connected
Healthcare
Cisco® Connected
City
Cisco® Connected
Stadium
Cisco®
Connected
Analytics for Retail
Cisco® Connected
Education
Cisco® Connected
Analytics
for Service Provider
Get the Right Analytics Strategy for Your Organization
Ecosystem Partner
Commercial development of custom analytics UI
Connected Analytics for Mobility
Pre-packaged horizontal analytics solution kit
Industry best practices
Backend Data Source Integration
Can work with ecosystem partners
Data
Sources
Analytics
Options
Verticalized
Analytics
Solutions
Mobility Services Engine
Native analytics
Limited vertical reports
Organizations with in-house development resources can develop custom UI with API/SDK
Future Available
Wi-Fi
Location
Enterprise
Systems
Customer
Data
Policy Configuration
C:#
Network
Data
Collaboration
Data
Video Beacons
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Business Impact of Cisco Connected Mobile Experiences
CHALLENGE
SOLUTION
RESULTS
Connect shoppers with social networks, stream
video and opt-in for personalized deals
2,500 Access Points
Connected Mobile Experiences
Increased Customer Intelligence: Grew
customer database to 1 million
Enhanced Business Insight: Visibility of foot
traffic - measure popularity of events and locations
Improved Customer Experience: Over 50%
Opt-in to receive promotion
“Since implementing free Wi-Fi with the
Cisco wireless network, we have grown our
customer database more than 100 percent
with more than 1 million unique
registrations. This dramatically increases
our ability to gather intelligence about what
drives our customers.”
Gian Fulgoni Chief Information and Systems Officer
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How Cisco® CMX Works Built on Cisco® Unified Access Platform
An
aly
tics
Data
Controller
(Virtual/Physical) Cisco MSE
(Virtual/Physical)
CMX Analytics UI
Location Data
Application Data
Depending on Application
Layer
Access Points
Partner Mobile App
Server
CMX mobile
App server
Device App built with CMX
SDK
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Location Presence
Presence and Location Comparison
Device is in/out of the store
Based on distance to an access point
Device is in a department of the store
Based on X, Y coordinates
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How Location Is Calculated with Cisco® FastLocate Out of Data Path for Higher Scalability
Access points detect mobile
devices or tag signals and
measure RSSI from all frames
sent over Wi-Fi.
Controllers send RSSI
information signal to the
Cisco MSE for location
calculation.
RF fingerprinting and
triangulation, based on signal
strengths, are used to calculate
device location.
D1
D2
D3
Derived D1 Measured Strength:
-33 dBm
Derived D3 Measured Strength:
-50 dBm
Derived D2 Measured Strength:
-40 dBm